Marketing Research on a Wig Store in Vienna

1. Executive summary †¢ Marketing Problem Introduce a new wig distributor to the Viennese market. †¢ Purpose of Research Project The purpose of the research is to find out if there is potential growth for a wig business in Vienna, and what kind of wigs are the most demanded. †¢ Method Primary research will be focused on understanding the needs and wishes of our major target group- religious Jewish women, secondary research will be focused on our positioning against competitors on the Viennese market. Qualitative Research The purpose of the qualitative research is to collect, analyze and interpret data by focus groups, which also include samples from wig collection to figure out the preferences of our main target group. †¢ Quantitative Research In our quantitative research the main aspect of consideration was the questionnaire that we distributed in main community centers (Beit- Halevi, Jewish Heritage Centre of Lauder Business School, Sephardic Centre and Main Syn agogue of Vienna). †¢ Qualitative analysis This topic is mainly about analysis of the focus group and finding out the results from it, analyzing them. Quantitative data analysis conclusion 6 With the result of our questionnaire and the comparisons with other data, we were able to reach precise results. †¢ Final analysis and results After all the collected data and its results, we have managed to find out the result of our research. †¢ Conclusion and recommendations Here we make recommendations and a final conclusion on the wig demand in Vienna, preferences of our main target group, how should our service look like and the growth potential of wig business industry in Europe in the role of new distributors. Appendix A – Questionnaire This appendix has the complete questionnaire, which our respondents answered. †¢ Appendix B – Questionnaire in Hebrew This appendix has the Hebrew questionnaire, which our respondents answered. 2. Statement of research pu rpose and objective 2. 1. Marketing problem 2. 1. 1. Marketing research Problem: The purpose of this marketing research project is to find out whether the wig business has any growth potential in Vienna. We would like to find out who could be our immediate customers and who could be our potential customers.We are looking to see if we currently have any competition in this industry in Vienna and what are the chances of there being further competition in the future. Additionally, we will try to figure out what is the market price for the 7 wig industry and adjust our products to the market price. We aim to study and understand how to make marketing research for the potential growth of the wig industry in Vienna. 2. 1. 2. Marketing decision Problem: For our marketing research project, we want to unravel the question of whether or not the wig industry has any growth potential in Vienna, Austria.This question will require us to answer more than one marketing question regarding this dilem ma. Firstly, according to the current state of our research we do not have any specific knowledge/information regarding the demand for wigs in Vienna, Austria, amongst different groups of customers. Secondly, we do not have concrete knowledge regarding our possible competitors in the wig market. In addition to that, as of the current situation we do not have any specific targets for the prices we would like to charge for our wigs and the preferences of our main target group. . 2. Purpose of research project In China there is a manufacturer of wigs called ‘Sarah Wigs’, and we would like to be its distributors in Europe. Our first milestone is Vienna, Austria. We want to conduct an exploratory research first of all in order to know the potential growth of the wig business in Vienna, Austria and then in case we get positive results- we will be able to open up a chain of wig store all over Europe and get profits from this business.Research Questions we will have to answer : †¢ †¢ †¢ How large scaled is market and demand for our product? Who are our potential customers? How large is demand on our product in Vienna? How can we find out there age, gender, respect of income and their willingness to pay for our product? 8 †¢ †¢ †¢ †¢ †¢ What are the prices we should be charging for our wigs? Will it be profitable for us? What are the main types of wigs preferred by Jewish religious women living in Austria? How should our service look like? What could be the potential demand for wigs in the future?Who are our competitors in a given market and how can we predict the level of sales we should expect over the next five years? 9 3. Research design and methodology 3. 1. Secondary research Before conducting primary research we needed to conduct secondary research. We divided secondary research into three parts. First we would gather information from the internet (from blogs, web-sites, discussions) and try to analyze general priorities, characteristics and values of Kosher wigs’ consumers who are married orthodox Jewish women.We knew it would be a great challenge to find out precise and accurate information about the demand and uses amongst married orthodox Jewish women who are also Viennese residents from the worldwide web, but still we knew that the information even if not 100% accurate and even though not going into much detail would be helpful for us to see what the demand for kosher wigs in Vienna is. We needed to have enough knowledge about kosher wigs’ consumers as well as about the rules and obligations according to the Jewish Halakha law.We found out that the Halakha law is the same for every married Orthodox Jewish woman, no matter of her place of residence, to cover one’s hair after getting married. Only after finding out some general information we would narrow our research and specifically focus on consumer behavior in kosher wigs’ market in Vienna. We would lik e to gather information from already existing wig companies located in Vienna. However, once again because the field of research is very narrow we had to research a lot and at the same time be very specific and accurate on what our research target was.For this reason we decided to contact Jon Renau an international wig company located in Vienna which provides kosher wigs/Sheitel with Kosher certification under the Bedatz Hecksher from the Bais Din of Rabbi Gross in Eretz Yisroel. Our third step would be to conduct an experimental research in a given wig company and observe the natural consumer behavior during natural circumstances. Our main research 10 question was to find out the current demand for kosher wigs in Vienna, Austria at present.We also wanted to find out the characteristics of the most desired and purchased wigs (paying a close attention to quality, length, and type amongst other things). We further wanted to find out what is the average price consumers are willing to p ay for kosher wigs. The main advantage of this kind of secondary research was that we would be able to gain reliable data from an already existing company and we would be able to use this data figures to plan for the future when it comes to our company. First as planned we gathered information from internet web-sites and blogs about Kosher wigs.We wanted first to find out what is the primary concern for a married orthodox Jewish woman wearing a wig. As we found out the main concern for consumers is to have the certified proof that the wigs are manufactured under rabbinic supervision according to Halakha law and that the wigs do not contain any Indian hair in them. We also wanted to find out the general attitude of a married orthodox Jewish woman towards wigs and correspondingly her willingness to pay for it. As we found out Jewish women don’t find wigs as a luxury but as a requirement and obligation required by the Jewish religion.For this reason Jewish women don’t fin d wigs as a luxury but as a pure obligation and requirement to properly observe their religion. For this reason their average willingness to pay for natural wigs is high and on average ranges from 900-1200 Euros. After secondary research would be gathered from the internet we decided to conduct secondary research from real businesses, from an already experienced wig company located in Vienna which specifically focuses on providing kosher wigs to married orthodox Jewish women living in Vienna. Taking into consideration all these facts we chose the Jon Renau company.Jon Renau is a family owned business that has become an international leading manufacturer of wigs, hairpieces, hair additions and hair extensions. We visited one of the 11 main representative offices of Jon Renau, which is located in Vienna. We contacted Andrew, the store manager, through his Rabbi- Rabbi Wolf and asked the following questions: 1. What percentages of your total sales are the sales of kosher wigs? Andrew t old us the following: â€Å"When we were opening representative office in Vienna we thought that demand for specifically Kosher Wigs wouldn’t be high taking consideration the small population of Jewish married women in Vienna.However nowadays according to our analysis on average 200-300 wigs are sold monthly to people living in Vienna out of which up to 30 are Kosher wigs. On Average it’s 10 % of our income and considering the small population demand turns out to be high. † 2. What the mostly desired characteristics of the purchased wigs are? Andrew said that it is very hard to answer this question because even in this narrow field taste is very different. However, he said that 60% of women purchasing kosher wigs prefer European natural hair, and the favorite colors are black and brown. 3.What is the average price a married orthodox Jewish woman is willing to pay for a wig? According to their statistics on average women are willing to pay 800 Euros and more, dep ending on the type of hair used, length, color and where the wig was manufactured. 3. 2. Qualitative research – focus group 3. 1. 1. General We conducted one focus group to collect our qualitative research data. There were eight women who attended and took part in the focus group. Our focus group was recorded and consisted of a number of open-ended questions. 3. 1. 1. 1. Group selection The selection of our members was based on the following criterion: 12 †¢ †¢Gender, they all had to be women Age, we wanted to have a wide range of ages. Anything from 18 years old to 75 years old. †¢ †¢ †¢ Religion, they all had to be orthodox Jews City of residence, they all had to be Viennese residence English speakers, as we will conduct the focus group in English thus all participants have to speak English. 3. 1. 2. Place Due to a lack of budget, we had to be quite strict with our expenditure costs and thus decided to limit the cost expenditures for the conduction of the focus group to an amount of no more than â‚ ¬500. This meant that we could spend up to â‚ ¬200 on a place to hold the event of the focus group.Knowing that all the women who would attend the focus group would be married orthodox Jewish women, we had to choose a modest (not too fancy) place where we could provide kosher refreshments. Hence, we conducted the focus group in the Lauder Business School Mensa, where we provided light refreshments and soft drinks. 3. 1. 2. 1. Asked questions The majority of the questions asked were open-ended questions. This will allow our participants to voice their opinion and have discussions with us and the other members participating. We will be asking the following question during our focus group. 1.Tell us a little bit about yourself? 2. How many wigs do you own and how often do you wear them? 3. What is your preferred color of a wig? Why is it preferred? 4. What do you consider a good quality wig and what types of hair do you like for your wig? 13 5. Where do you usually purchase a wig, and why? 6. What is the average price you are paying for a wig and what influences your decision? 7. Will the fact that the company is donating 10% of its revenues to a charitable organization influence your purchasing decision? 8. Which wig from our samples did you like the most, and which the least. Explain why? 9.Will you consider buying a wig from us- ‘Sarah Wigs’ in the future, and if so how much would you pay for this. 3. 3. Sampling plan In the beginning of the project we faced a decision upon what sampling methods to use. We decided to use cluster sampling (probability samples) for our questionnaire and convenience sampling (nonprobability samples) for our focus group. Cluster sampling: this type of sampling first divides the targeted population into subpopulations. We took our Viennese Jewish population and divided it into three subpopulations where we were mostly likely to encounter orthodox Jewish married w omen.We divided our population into the following subpopulations: †¢ †¢ Jewish ethno groups – according to synagogues Jewish schools in Vienna – where mothers pick their children up Convenience sampling: this form of sampling obtains a sample from convenient elements. This means that participants are selected because they fit the criterion of those people who we seek to obtain information from. We used this form of sampling for our focus group and approached the women in places where we know they are most likely to be orthodox Jewish married women. 14 3. 4.Data collection instrument To answer the main questions we had in our project proposal plan we came up with a questionnaire and a list of questions for our focus group. These questions had to answer our four main questions from the proposal but even more so in further depth. Our four main questions in the project proposal were as follows: 1. Who are our potential customers? 2. What is the current demand for wigs in Vienna, Austria? 3. What are the prices we should be charging for our wigs? 4. What could be the potential demand for our wigs in the future?We conducted a questionnaire to answer these questions in more depth and detail. The purpose of the questionnaire was to answer the following questions: 1. Do you live in Vienna? This will answer our questions about roughly how many customer we will have in Vienna, as we will open our store in Vienna. 2. What is your age? This will be helpful for our general information about our potential customer. 3. Which ethno religious group do you belong to? This will answer our question about what ethno groups are residing in Vienna and if these ethno groups are the ones who pay much emphasis to the wig wearing Halakha law. . Which movement do you belong to? This will answer our question about what streams of Judaism do those potential customer who are residing in Vienna belong to and if these Jewish streams are the ones who pay much emphasis to the wig wearing Halakha law. 5. Have you ever used a wig? 15 6. Why not? These two questions above will allow us to see if this individual is a potential customer for us. 7. Do you own a wig? 8. Why not? These two questions above will allow us to know which individuals are potential clients and which are not. 9. How many wigs do you own?This will allow us to have a rough estimate of what the demand for wigs will be. 10. How often do you purchase a new wig? Here we will answer our question of what is the frequency in which these women purchase new wigs. 11. How often do you use wigs? Here we will be able to see who will be a more frequent customer and who will be an occasional customer, as a woman who will tell us that she uses her wig on a daily basis is one who is likely to purchase new wigs more frequently, whilst a woman who tells us that she rarely uses her wigs is one that is less likely to be a frequent potential customer of ours. 2. What color of wig do you prefer? This will answer our question regarding the preferences in the colors of wigs that our potential customers will have. We will be able to know what colors are most favorable amongst our potential customer group and thus assist us in knowing what products we should supply and more or less in what quantities. 13. What type of hair do you prefer? 16 Likewise, this will answer our question regarding the preferences in the type of hair for the wigs that our potential customers will want.We will be able to know what hair type is most favorable amongst our potential customer group and thus assist us in knowing what hair type wigs we should supply and more or less in what quantities. 14. What types of wigs do you mostly own? This question will once more give us further in-depth regarding the preferences of the types and styles of wigs that our potential customers like the most and will assist us in knowing what wigs we should supply at our store, once opened. 15. What is an average price of your curr ently owned wigs? ( in â‚ ¬) This question will allow us to know the average price we should charge for our average wig. 6. What is your net family annual income( in â‚ ¬) This will further give us insight about the abilities of our potential customers. We will be able to see roughly what socioeconomic group we are dealing with and thus adjust the products we supply accordingly. 17. Where did you buy these wigs? This question will allow us to see who our main competitors are which will allow us to further investigate and after investigation plan a means to provide our potential customers greater satisfaction than they currently get from our competitors. 18. Have you ever heard of our company?This question will allow us to see how many of the potential customers know about us and about the service we plan on providing. It will allow us to see how much marketing we need to do, where and to whom. 19. Where did you hear about it? 17 This will allow us to see in which places we are already known and in which places we are not yet known. 20. Will the fact that a company is donating tithe from every sold wig influence your purchasing decision? This question will answer a few matters of interest that we have in finding out. †¢ Firstly, it will give us further in-depth into how we need to conduct our marketing campaign. Secondly, it will allow us to promote ourselves to our potential customers and future potential customers by creating an image of our company, as a company who does charitable work and so on and so forth. 21. What would you expect from your new wig? This will answer our question of what are the main expectations our potential customers have from purchasing a wig and thus allow us to meet these criterions. The purpose of the focus group was to answer the following questions: 1. Tell us a little bit about yourself? Find out a bit more about our potential customers; get some more insight to their personal life, religious life, etc.Get insight in to what ethno religious group do they belong, what religious stream do they fellow and so on and so forth. This will answer our question about what ethno groups are residing in Vienna and if these ethno groups are the ones who pay much emphasis to the wig wearing Halakha law. 2. How many wigs do you own and how often do you wear them? Here we will be able to see who will be a more frequent customer and who will be an occasional customer, as a woman who will tell us that she uses her wig on a daily basis is one who is likely to purchase new wigs more frequently, whilst a woman who tells us that 8 she rarely uses her wigs is one that is less likely to be a frequent potential customer of ours. (We acknowledge the fact that different ethno religious groups have different frequency usage, part of the time they may wear a wig and part of the time they may use headgears) With regards to the part of the question concerning the quantity of wigs they own, this will allow us to have a rough es timate of what the demand for wigs will be. We will also be able to see the frequency in which these women purchase new wigs. 3. What is your preferred color of a wig?Why is it preferred? This will answer our question regarding the preferences in the colors of wigs that our potential customers have. We will also be able to generate information about underlying reasons of the preferences of our main target group. This will assist us in knowing what products we should supply and more or less in what quantities. 4. What do you consider to be a good quality wig and what types of hair do you like for your wig? This will allow us to have further insight regarding what quality are our potential customer looking for when purchasing their wigs.What criterion do our wigs need to meet in order for them to consider it to be a good quality wig. With regards to the second part of the question this will help us to understand the preferences in the type of hair mostly demanded. 5. Where do you purc hase your wigs? Please specify the name of the store, the name of the website, the name of the magazine, or the name of the factory from where you order it, and why? This will give us information about who our main competitors are and what competitive advantages do they have. 10.What is the average price you are paying for a wig and what influences your decision? 19 This will give us insight about what are the prices our potential customers are willing to pay for a wig and thus will allow us to adjust our pricing accordingly. 6. Will the fact that the company is donating 10% of its revenues to a charitable organization influence your purchasing decision? This question will answer a few matters of interest that we have in finding out. †¢ Firstly, it will give us further in-depth into how we need to conduct our marketing campaign. Secondly, it will allow us to promote ourselves to our potential customers and future potential customers by creating an image of our company, as a com pany who does charitable work and so on and so forth. 7. Which wig did you like the most and which of the wigs did you like the least? Please, explain why. After providing the sample wigs to our focus group members, we will able to have a better understanding of the priorities our target group has. 8. Would you consider buying a wig from us (Sara’s Wigs) in the future and if so how much would you pay for this wig?This will show us how many potential customers we in actuality have. This will give us insight about what are the prices our potential customers are willing to pay for a wig and thus will allow us to adjust our pricing accordingly. The last two questions were presented to our participants after having shown the sample of our wigs. 3. 5. Experimental research The main purpose of our experimental research was to observe consumer behavior and find out if the kosher wig market business is profitable in Vienna. Thanks to the Jon Renau 20Company and their extremely kind st ore manager, Andrew we were able to conduct this experiment for one month. Our experiment was of such a nature: †¢ For one month we observed consumer behavior with which we were able to answer following questions: ? On average how many kosher wigs are sold in a month? ? What are average monthly profits that the company makes? ? What wigs do customers like best? ? What wigs do customers like least? We observed that out of 280 wigs sold in a given month 27 were kosher wigs. The profits made from these 27 wigs amounted to 24,400 Euros. 8 wigs purchased were European manufactured ones, and most desired colors were black, brown and blond. Surprisingly to us the most desired length of wigs was short and customer ages ranged between 23-50 years old. This experiment was extremely advantageous to us as we were able to observe consumer behavior in a natural environment without any artificial questions to which people had to think and answer theoretically. 3. 6. Data collection and data e ntry In order to make more in-depth marketing research we had to do secondary research as well as primary research.Secondary research was divided in two parts. †¢ First we searched for general information and opinion about what are the main concerns and characteristics of Kosher wigs in Internet (from blogs and web-sites) †¢ Only after that we narrowed our research and focused on one specific company who sells kosher wigs in Vienna. After secondary research we conducted primary research and also divided it into two parts; qualitative and quantitative. We conducted focus groups where we used non- 21 representative (convenience sample).We specifically chose married Jewish orthodox women who would discuss their opinions and concerns and give us sufficient information to help us see what the demand for kosher wigs in Vienna, Austria is. In quantitative research we used cluster sampling. In our research we applied the following types of research methods: †¢ Secondary resea rch ? Information gathering from already existing sources ? Experimental research †¢ Primary research ? Survey ? Focus Group 22 4. Data analysis and results 4. 1. Qualitative data analysis & results †¢ Is there a demand for a new wig store in Vienna?According to our focus group we have seen that our main target group, Jewish religious women are greatly interested in a new wig distributor in Vienna. Due to the fact that covering one’s head in Jewish religion is both – a Torah commandment and a tradition, the percentage of women wearing wigs is very high among all Jewish religious women, namely Ashkenazi Jews and some Sephardic. For instance, after conducting a focus group we understood that a lot of different aged women are ready to purchase wigs for themselves and their daughters, cousins, and sisters , etc. and that there is a demand for a shop offering kosher certified wigs. However, the exceptional cases comprised low- class women, which thought our prices to be too high. Low-class women thought there is no need for a new wig distributor in Vienna, they didn’t like our price ranges and claimed that there are already stores offering wigs, and moreover it is much cheaper to order wigs online. Even after suggesting that we would like our price to include 10% â€Å"mesuda†- donations to poor children and orphanages, they were not willing to pay â‚ ¬1200 for a wig, a price of wig charged by our suppliers, the company ‘Sarah Wigs’ in China.We explain it with two reasons. First of all, donations are obligatory in Jewish religion, and a person should anyways donate 10% of his income to charity, so there is no need for our suggestion to those people who are scarce of monetary resources. Secondly, religious life can be sometimes very expensive, including higher costs on kosher food, maintenance of a lot of children, costs on accommodation in the Jewish districts. Therefore, low-class families cannot afford purchas ing a wig for this price. However after watching sample wigs we offered they agreed the quality to be 23 ood, and admitted they would like to receive such kind of a wig as a present. Since our target group is initially middle-class and wealthy women it would be a challenge assessing them. Surprisingly, we found out which kind of service our potential customers would like to experience. In order to understand the psychology of these women, we should look inside the traditions and rules of life according to which these people have been living almost for 6000 years. They are very modest and extremely conservative. While the conversation they complained about the lack of privacy in the wig stores.For instance, some of them consider showing their hair among other women as something of an immodest behavior. So one of their wishes was to have a private service in a wig store, where they could feel comfortable and try all the variety of wigs. However some of them didn’t have problems with trying out wigs in a common hall. General reception of our sample wigs was very good. Independently of the age, annual income and ethno religious group, they liked the quality of our wigs. They liked the type of hair used, how naturally they looked, and the way they are made, the material used inside.In conclusion, our focus group and the reaction to the samples provided indicate that there is a demand for a new wig distributor in Vienna, offering one-to-one service. †¢ What is the average age consumption in the market? And how much they are willing to pay? We described our main target group as Jewish religious women, but who is considered to be a woman in a Jewish religion. Is there any specific age when girls become women, and start covering their heads? After an extensive research conducted on our target group, we found out this is not about a specific age.For instance, a girl becomes a woman after getting married, and since she is married covering her head is obligato ry. Therefore, the average age consumption for 24 our product is 18 – 82, as 18 is considered the allowed age to get married in Judaism (YAAKOV, 2006) and 82 is the average age of death among women in Austria (Pavlov, n. d. ). Due to this fact, women of different ages participated in our focus groups. We found out that the demand for our product didn’t depend on the age, but rather on the income and social level of the family of this woman.Our first focus group mostly consisted of women of a middle and high class, with annual income higher than â‚ ¬20,000. They were very surprised with the prices we offered for our wigs. When we showed them our sample wigs, they were willing to pay more than â‚ ¬1500. Our second group was quite intensive about pricing, and said their purchase decision depends highly on the purposes of their purchase. For instance, a lot of women have more than one wig. Purchasing a new wig for a special occasion, celebration or holiday is very po pular.Therefore, they were ready to pay more for a holiday wig. A holiday wig is the one usually with a natural hair, handmade and preferably a long one. Moreover, the fact that we are going to donate 10% of each wig bought to charity was perceived very positively by women of middle and high class. In a nutshell, we understood that for all the women the price is mostly connected with the hair type we use in our wigs, whether it is handmade, and its readiness to be worn. Surprisingly, we found out interesting moment in a consumer behavior of our main target group.When a woman comes into a shop, she wants to see the final product, the wig ready-to-wear, which should be only adjusted with small details. †¢ Which preferences do our customers have mostly? We noticed two main preferences our target group has with regards to the length of the wig and also the type/quality of the wig. 25 Surprisingly it was the opposite of what we were expecting. We were sure that the younger generatio n would prefer somewhat fashionable and longer wigs than the older generation (that would rather prefer stricter and shorter wigs).However what we noticed was that the younger women prefer the strict and middle-length wig because they are going to be married or just have been married and they are still very excited about the idea of a wig, the meaning behind it (that a woman should show her real hair only to her husband because the hair is a very sensual thing). But the older women are more likely to purchase longer wigs with different haircuts because they would like to innovate with their style. For instance, they ate tired of the same image all their life.About the type and the quality of the wig almost every woman in our focus groups agreed that it should be handmade and only natural hair. The style of the wig they prefer was quite different, but women were opened for innovations. Mostly all women are accustomed to wearing a wig with a bang, for it seems to be more natural. But nowadays we are living in the 21st century, there are more innovations with every passing day- women are expecting their new wig to look natural without a bang. Moreover, part of the women was at first hesitating about Asian hair we use but after we gave them our sample wigs for a trial, they changed their opinions.In order to further create a positive image of our company, we need to think about some women- community events in which we will be able to demonstrate wigs to women who are still hesitating about the quality of the Asian hair. †¢ How our service should look like? According to our focus group we came to several conclusions with regards to the service we should provide to our customers. On the one hand, our main goal is to ensure that our shop doesn’t contradict to any Torah commandments, Jewish laws and traditions.The first and the most important thing for us would be to ensure that all wigs are kosher, that they don’t contain 26 Indian hair. Almost all women agreed that absence of kosher certificate on the wigs would influence their purchase decision greatly (they will not purchase it). The next thing would be to provide private room for women who do not feel comfortable trying wigs in the common hall. For instance, some of the women consider showing their natural hair even to other women immodest. Our staff members will also be only female, in order for all the women to feel convenient.On the other hand, our target group will not only be satisfied with a purchase of a good quality wig. They don't know how to treat their wigs in order for them to stay in the same shape they were bought. The women complained a lot about the â€Å"Internet shopping†, they felt being left alone after purchasing the wig. Therefore we are going to introduce the â€Å"buy and stay† concept. We will offer a ‘beauty salon’ service that will be specialized in taking care of wigs. ‘Sarah wigs’ will send one of their stylists that will be responsible for this specific service.Right after the women chose a wig from our variety, the stylist will adjust it to her head. Afterwards a woman will be able to bring her wig for a wash, restyling, or any other required procedure. Of course the prices for the women, which purchased our wigs will be significantly reduced. With the help of this salon we will make our customers feel more secure. They will know that we are nearby and ready to help with any problem that might occur. In addition we decided to provide a 3-5 years guaranty for our wigs (the number of years will depend on the precise wig).We want to do so because we see the scarcity of trust among our target group. 4. 2. Quantitative analysis and results With our data collection we gained answers to our research questions. The following information is the analysis of our questionnaire: 27 †¢ Question 1: With the collected data we identified the percentage of women who are living in Vienna. As i t seen in Table 1 and Figure 1, 97% are living currently in Vienna, and 3% are not. Do you live in Vienna? Frequency Vienna Valid not in Vienna Total 243 7 250 Percent 97 3 100 Table 1: living in ViennaFigure 1: percentage of people who live in Vienna 28 †¢ Question 2 In the following graph you can see the distribution of the responders by age: 15-25 years11%, 26-35 years- 20%, 36-45 years- 33% (the majority), 46-55 years- 22%, 56-65 years7%, 65+ years- 5%. With this information we can determine our target group, to which we will address our products. What is your age? Frequency 15-25 26-35 36-45 Valid 46-55 56-65 55+ Total Missing Total System 28 50 81 54 18 12 243 7 250 Percent 11 20 32 22 7 5 97 3 100 Table 2: age of respondents Figure 2: age of respondents 29 †¢ Question 3:In this question we determined to which ethnicity group each respondent belongs. Ethnicity group determines the traditions, and after- the different moves in the Judaism, to which the religious women belong. For each ethnicity group there is different traditions regarding the usage of the wig. As seen in the table and the figure below, there is a large majority- 70% of Ashkenazi women, and 27% of Sephardic women. Which ethno religious group do you belong to? Frequency Ashkenazy Valid Sephardic Total Missing Total System 176 67 243 7 250 Percent 70 27 97 3 100 Table 3: the ethno religious groups of respondentsFigure 3: the ethno religious groups of respondents 30 †¢ Question 4: In this question we found the breakdown of the different movements of Judaism regarding the women in Vienna. As seen in the table, there is a large majority of women that belong to the Chabad- 70%. Then, the Gur movement with only 8%, Lithaim- 6%, Reform- 5% and Others8%. Which movement do you belong to? Frequency Chabad Gur Valid Lithaim Reform Other Total Missing Total System 176 20 14 13 20 243 7 250 Percent 70 8 6 5 8 97 3 100 Table 4: To which movement the respondents belong Figure 4: To which m ovement the respondents belong 1 †¢ Question 5 Comparison of total number of wigs owned and age of respondents. In the following table we compared the two variables, age and number of total wigs owned. The majority of women between ages 26-55 own 3-5 wigs (age 26-35: 11%; age 36-45: 30%; 4655: 10%). How many wigs do you own? What is your age? Count What is your age? 15-25 1-2 How many wigs do you own? 3-5 5+ Total 12% 0% 0% 12% 26-35 8% 11% 1% 21% 36-45 1% 30% 2% 33% 46-55 5% 10% 8% 32% 56-65 0% 0% 7% 7% 65+ 0% 0% 5% 5% 26% 51% 23% 100% Total Table 5: Comparison of age and number of total wigs ownedFigure 5: Comparison of age and number of total wigs owned 32 †¢ Question 6 In the following question we compared the frequency of purchasing wigs and the net annual income in the family of the woman. 30% of women that have 20,000-29,000 euro annual income are purchasing a new wig once in 5 years (the majority of that segment), the majority of the group of 30,000- 39,000 euro in come- 16%, is purchasing a new wig once in 2-5 years, and the majority of the group that has 40,000-49,000 euro income, as well as 50,000+ euro income purchases a new wig once a year (5% and 3%). How often do you purchase a new wig?What is your net family annual income( inâ‚ ¬) What is your net family annual income( inâ‚ ¬) less that 10,000 10,00019,000 20,000 29,000 once a year How often do you purchase a new wig? once in 2-5 years once in 5 years+ Total % of Total 1% 24% 42% 21% 9% 3% 100% % of Total 1% 18% 30% 4% 0% 0% 54% % of Total % of Total 0% 0% 0% 1% 5% 3% 9% 30,00039,000 40,00049,000 50,000+ Total 0% 6% 12% 16% 3% 0% 37% Table 6: Comparison of frequency of purchasing wigs and net annual income 33 Figure 6: Comparison of frequency of purchasing wigs and net annual income Question 7: †¢ In this table we measured the preference of wig colors.The majority of the women prefer black (39%) and brown colors (35%), 16% prefer blond wigs, and a small percent of 4% prefer grey hair, and 2% for red hair. What color of a wig do you prefer? Frequency black brown Valid blond red grey Total Missing Total System 98 87 41 6 11 243 7 250 Percent 39 35 16 2 4 97 3 100 Table 7: Preference of wig color 34 Figure 7: Preference of wig color †¢ Question 8: In this question we measured the percentage of respondents that prefer Asian or European hair. The majority (61%) prefers Asian hair, when 36% prefers European hair. Which type of hair do you prefer?Frequency Asian Valid European Total Missing Total System 153 90 243 7 250 Percent 61 36 97 3 100 Table 8: Which hair type do you prefer? 35 Figure 8: Which hair type do you prefer? †¢ Question 9: Here we determined the percentage of respondents that prefers factory made wigs or handmade wigs. The majority (62%) prefers handmade wigs, when 35% prefers factory made wigs. What types of wigs do you mostly own? Frequency handmade Valid factory made Total Missing Total System 155 88 243 7 250 Percent 62 35 97 3 100 Table 9: Preferable type of wig 36 Figure 9: Preferable type of wig †¢ Question 10:This table illustrates the preferable price of the everyday wig for the respondents. As seen, the majority of women are buying the wig for 401-600 euro (60%), 22% prefer to buy their wig for 250-400 euro, the small number of 6%, will pay 601-1500 euro, and 8% will pay 1501+. Average price of an everyday wig Frequency 250-400 401-600 Valid 601-1500 1501+ Total Missing Total System 56 151 16 20 243 7 250 Percent 22 60 6 8 97 3 100 Table 10: average price of everyday wig 37 Figure 10: average price of everyday wig †¢ Question 11: This table illustrates the preferable price of the holiday wig for the respondents.As seen in the table, the majority will pay 1001-2000 euro per one holiday wig (70%), 17% will pay 600-1000 eur0, and only 11% will pay 2001+ euro per wig. Average price of a holiday wig Frequency 600-1000 Valid 1001-2000 2001+ Total Missing Total System 42 174 27 243 7 250 Percent 1 7 70 11 97 3 100 Table 11: Average price of holiday wig 38 Figure 11: Average price of holiday wig †¢ Question 12: This table illustrates where the majority of the respondents buy their wigs. There is almost equal deviation between the 3 stores (32%- Magic hair team; 38%- Michaela Nagler; 27%- Stupnig Keg), and only 1% are buying in E-shops.Where did you buy these wigs? Frequency Magic hair team Michaela Nagler Valid Stupnig Keg E-shop Total Missing Total System 80 94 67 2 243 7 250 Percent 32 38 27 1 97 3 100 Table 12: place of wig purchase 39 Figure 12: place of wig purchase †¢ Question 13: This table illustrates the amount of respondents that heard about our wig store. The majority, however, never heard about us (65%). Have you ever heard of our company? Frequency yes Valid no Total Missing Total System 81 162 243 7 250 Percent 32 65 97 3 100 Table 13: have you ever heard about our company? 40Figure 13: have you ever heard about our company? †¢ Question 14: In the following table, we analyzed the percentage of respondents that heard about our company, and from where they heard about us. The majority heard about us from word of mouth (56%), 49% heard about us from Jewish websites, and only 42% heard about us from Facebook. Heard Frequencies Responses N heard from facebook where did you hear about us a Percent of Cases 42% 56% 49% 146% Percent 30 40 35 105 29% 38% 33% 100% heard from word of mouth heard from Jewish website Total a. Dichotomy group tabulated at value 1.Table 14: From where do you know our company? 41 †¢ Question 15: In this question we analyzed whether the fact that our company is donating 10% from our income will influence the decision of purchase. The majority (36%- mostly yes; 33%- possibly) will be influenced of this fact, and only 5% will not be influenced at all. Will the fact that a company is donating tithe from every sold wig influence your Frequency not possibly Valid mostly yes yes Total Missing Total System 13 8 2 91 57 243 7 250 Percent 5 33 36 23 97 3 100 Table 15: Influence of the fact that the company is donating tithe from every sold wigFigure 14: Influence of the fact that the company is donating tithe from every sold wig 42 †¢ Question 16: In this question we analyzed the net annual income of the respondents. The majority (41%) have 20,000-29,000 euro income, 24% have 10,000-19,000 euro, and only 1% has less than 10,000 euro income. What is your net family annual income( inâ‚ ¬) Frequency less that 10,000 10,000- 19,000 20,000- 29,000 Valid 30,000- 39,000 40,000- 49,000 50,000+ Total Missing Total System 3 59 102 50 22 7 243 7 250 Percent 1 24 41 20 9 3 97 3 100 Table 16: net annual income (euro) Figure 15: net annual income (euro) 3 †¢ Question 17: In this question we analyzed the importance of several factors that concern customer preference about wigs. Descriptive Statistics N I would expect my new wig with a low price I would expect my new wig to be handmade I would expect my new wig to be made in europe I would expect my new wig to be made out of Asian I would expect my new wig to have a guarantee I would expect my new wig to be of bright colours I would expect my new wig to be made out of natural matrial only Valid N (listwise) 243 243 1. 8724 1. 13735 243 3. 9712 1. 33423 243 1. 5638 . 70348 243 2. 473 1. 91364 243 2. 8765 . 68724 243 2. 0576 1. 29716 243 Mean 2. 0658 Std. Deviation 1. 08511 Table 17: customer preference about wigs 44 Figure 16: customer preference about wigs 45 5. Conclusion and recommendations After conducting the secondary and primary research we got to know that a place to a new wig distributor in Vienna can be found. We found out that there is a demand for product in the form we want to sell, and the service we want to provide. During the secondary research we were exposed to the competition that already exists in the market, but in order to have to have competitive advantage we will provide ‘buy and stay’ service, which will fill in the lack of security our customers have. In addition we came to know what are the exact preferences of our target group with the help of quantitative and qualitative analysis, which type of hair, length, color and style are in demand. With the help of the focus group we conducted, we understood the psychology of these women and underlying reasons for their consumer behavior. This will help us to market our product successfully, providing all the services related to it, and to communicate our company effectively.Moreover, we found Vienna as the representative capital city amongst big cities in Europe. Our research indicates that we can penetrate the Viennese wig market successfully, therefore we predict approximately the same level of demand in other major European cities. We can expect the growth of our company in Europe within 5-7 years. As a recommendation, it is required to make a further research on wig demand amongst cancer ill patients and wealthy p eople as part of our initial target markets. 46 6. Appendix 6. 1. Survey sample in English Questionnaire Nr. _______Wigs demand questionnaire Interviewer: Please read all questions to the respondent as they appear on the questionnaire. Only read the bold text. Interviewer instructions are in italics. Circle the figure corresponds to the respondent’s answer choice. Example : 2 Int. : Introduce yourself to the respondent. Mention that you are a business student conducting a survey as a part of marketing research class. Briefly inform the respondent that this survey is about a wig demand. At the beginning, may I ask you a few questions to determine if you are among the persons ho I am supposed to interview? 1. Do you live in Vienna? RESIDENCE If NO thank respondent and terminate interview. 2. What is your age? 15- ­? 25†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1    AGE 26- ­? 35†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 36- ­? 45†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3    46- ­? 5†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4    56- ­? 65†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5    65+†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 3. Which ethno religious group do you belong to? Ashkenazi†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1ETHNICITY Sephardic†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2    4. Which movement do you belong to? Chabad†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 CHA Gur†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 GUR Litaim†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 LITReform†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 REF Other†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 OTH 47 5. Have you ever used a wig? Yes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1a? Q   7 USAGE No†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2   a?Q 6 6. Why not? Record the first response REASON a? Q 21 7. Do you own a wig? Yes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦ 1   a? Q 9 OWNERSHIP No†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2   a? Q 8 8. Why not? Record the first response REASON 9. 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Child Poverty in New Zealand - 1119 Words

Child poverty is a major and complex issue that New Zealand faces today. The degree is far more severe than the publics perception and it is a problem that we cannot afford to ignore. A combination of factors contributes to child poverty, from individual causes at the micro level to the macro collective government involvement. This occurs partly due to social construction and it is potentially avoidable. The consequences can impact on both individual and to a great extent affect significantly on the country as a whole. If the issue is not resolved, the inequality will continue, if not worsen and becomes an ongoing intergeneration cycle. The poor get poorer and poorer, children can easily fall into the poverty trap where it becomes†¦show more content†¦Socio-economic factors are widely acknowledged as important determinants of poverty. If an individual experiences adverse living conditions in childhood, majority of them will have inadequate income and result in low socio-econ omic status as adults (Carroll et al, 2011). Children born in poor households have difficulty in accessing the basic needs (e.g. food, clothing, and good living environment) and this can affect their learning ability at school, unable to focus. In other words, they have a higher chance of dropping out of school or lower education attainment, unable to provide appropriate qualifications when they move onto adulthood, seeking for job opportunities. These children are finding day-to-day life tough, they are living in cold, damp houses, do not have warm or rain-proof clothing, their shoes are worn, and many days they go hungry (Childrens Commissioner, 2012). Often this has taken place over a long period of time, impacting on their development, behaviour and physical health furthermore limiting their potential as they grow into adults. Unemployment or underemployment can cause significant household stressors; parent may feel incompetent to meet the basic needs for their children, unable to make ends with financial problems. Consequently, individual seek alcohol and drug as a way to escape their problems. This could lead to child abuse; children who suffer from this can develop emotional,Show MoreRelatedChild Poverty Is A Reality New Zealand Essay1463 Words   |  6 PagesChild Poverty is a reality New Zealand. An ongoing health issue in New Zealand is poverty in children. Children are now living without the basic necessities each day in summer and winter to protect against New Zealand weather conditions. General needs that most New Zealanders take advantage of such as shoes that cover and protect their feet, raincoats that keep them dry walking to school and sunblock to protect from cancer in the future, are lacking for children in poverty. Poverty in children isRead MoreStructural Inequality Of The New Zealand1349 Words   |  6 PagesIntroduction: The presence of child poverty in New Zealand has been a long standing issue since before the 1990’s and continues to be prevalent in today’s New Zealand. Although child poverty can be linked to multiple causes, there is one major cause that is not widely discussed enough within the political world of New Zealand. This is the issue of structural inequality creating an unjust welfare system which perpetuates stereotypes and damages the support that beneficiaries are provided by our governmentRead MoreThe Consequences Of Child Poverty1188 Words   |  5 PagesChild poverty is not only referring to the phenomenon of children living in poverty, but also experiencing deprivation of the material, spiritual and emotional resources needed to survive, develop and thrive, leaving them unable to enjoy their rights, achieve their full potential or participate as full and equal members of society (United Nations, 2007). It seems to be the situation happening in the developing countr ies. However, children from developed countries as New Zealand are also sufferingRead MoreChild Poverty : An Advancing Social Issue Essay1568 Words   |  7 PagesThroughout this paper, discussions will take place on, child poverty, an advancing social issue in New Zealand. Also, reasons why child poverty is a social issue in New Zealand will be debated. In addition, key concepts of three core sociological perspectives; structural functionalism, symbolic interactionism and conflict perspective will be explored. Followed by, explanations of child poverty in New Zealand, from each of the three perspectives will be given in order to explore the different viewpointsRead MoreChild Poverty And Its Effects On Children1214 Words   |  5 PagesIntroduction Child poverty has become one of the most significant ongoing issues in New Zealand. According to the Child Poverty Monitor Technical Report in 2013, one out of four New Zealand children are growing up in poverty and one out of six are growing up without meeting the basic needs such as adequate and nutritious food, health care, adequate clothing and housing. Ten percent of the New Zealand children are at the hardest end of poverty and sixty percent of children living in poverty will likelyRead MoreThe Poverty Of New Zealand1144 Words   |  5 PagesYou would like to believe that New Zealand, a well-developed country, is a great place for children to live. For most of us that is true however there is still a concerning amount of children who live in poverty. Since the late 1980’s and early 1990’s there has been an increase in child poverty of around 15 percent (Boston, 2014). Currently the New Zealand government spends up to ten billion dollars a year on attempting to so lve child poverty and yet still as many as 25 percent of children, whichRead MoreChildren s Development And Effective Parenting Essay1400 Words   |  6 Pagesdiversity including, poverty, family form, and children with disabilities. Throughout these discussion papers our roles as educators when working with children and their families within each of these areas of diversity are addressed. These papers unpack inclusive practices for working with young children and their families with differing abilities from a range of socio-economic backgrounds. In Aotearoa New Zealand we live in a society where some children and families live in poverty, the most commonRead MoreDefining Poverty Of New Zealand Essay728 Words   |  3 PagesDefining poverty in New Zealand New Zealand lacks an ‘official’ definition of poverty and internationally, is not alone in its failure to do so. However, there is in certain OECD countries, definitions that could be adjusted and refined to define poverty within a New Zealand context, and we should in the first instance, adopt Ireland’s model for that purpose. Introduction Defining poverty is a consensual and contextual process difficult to achieve from the subjective view alone as everyone has theirRead MoreThe Social Issue Of A New Zealand1646 Words   |  7 Pagesproposal is to analyse the social issue that is concerned in New Zealand and how the business will be set up in the market to address and improve the social problem. The social issue that will be addressing in this business proposal is Child Poverty. The reason why child poverty is now concerning is because of its negative impact on children’s living conditions. It has now become a significant social issues in New Zealand. Child poverty is referred to the children experiencing hardships in theirRead MoreSocial Inequalities Within New Zealand Essay1322 Words   |  6 PagesThis essay will be discussing the social inequalities within New Zealand. These inequalities can include unequal income, education and healthcare. Through extensive research of academic resources, I will be discussing how educational, family, social and political factors contribute to the development of these inequalities. I will also be providing a line graph that shows the unequal income between classes and a second line graph that demonstrates the difference in student success between high decile

Skin Cancer Essay - 1529 Words

Skin Cancer Skin cancer is a disease that can affect any one. Skin cancer includes many types that can be classified as severe or superficial. Consequently, treatement of skin cancer depends on the degree of severity a person has. In the following paper, we will shed lights on the types of skin cancer and its causes. Finally, we will investigate how to treat the different types of cancer and how to avoid it. Skin cancer is a term used to describe cancer in skin tisssues. The skin is made of several layers. Skin cancer is classified according to the layer it develops in. Skin cancer is classified according to the layer it develops in. The epidermes is the skin’s outer layer and is made up squamous cells, basal cells and melanocytes†¦show more content†¦It develops in the melanocytes, which are cells that produce melanin that gives the skin its pigment or color and protects tissues from ultra violet radiation. Dark skinned people have more melanin than light skinned people do. For this reason, Melanomia is more frequent in light skinned people. (â€Å"Detailed description â€Å", 2000, P.2 Now that we know different types of skin cancer, it is important to know the causes for this disease. The first one is the environmental pollutants that we are exposed to such as coal, tar, and radium. Exposure to ionizing radiation such as x-rays also cause skin cancer (â€Å"Theoretical Causes†, 2000, P.6). The other cause is the degree of pigmentation of the skin. Individuals with the highest risk are people who live in sunny places and people who have fair skin. The areas of the body that are the most exposed to sunlight are the areas of the face and head. Here, cancer is more likely to develop. (Bair, 1991, P. 368). The third factor that plays a major role in causing skin cancer is the Ozone layer. It helps protect people from ultraviolet radiation. However, the ozone layer is shrinking and this is due to man-made products like sprays and combustion of cars that are emitted in the atmosphere. This process is allowing more ultraviolet penetration to the earth thus increasing risk of skin cancer (Bair, 1991, P. 367,368). Ultraviolet radiation are the chief causes for skin cancer because the UV radiationShow MoreRelatedSkin Cancer1352 Words   |  6 Pagesare not taking skin cancer seriously after knowing its significance. Skin cancer has been a growing problem in the United States and millions of people have suffered from it every year. The three most common skin cancers are Melanoma, Basal cell, and Squamous cell, which can cause bumps, sores, growths, etc. Skin cancer is a deadly disease with many causes, but the advantage is that it can be prevented. Problem/Definition Skin cancer is a disease where cancer (malignant) cellsRead MoreEssay On Skin Cancer1814 Words   |  8 PagesSkin cancer is a very real and common health problem for Australians, with 2 in 3 developing this deadly disease by the age of 70 (Lynch, 2006). â€Å"Due to the Australian climate and lifestyle, as well as a predominantly fair skinned population, skin cancer is the most prevalent form of cancer in Australia,† (Australian Institute of Health and Welfare, 2000). For the most effective prevention against skin cancer, it is recommended that a combination of sun safety measures are met; slip, slop, slap,Read MoreSkin Cancer Essays629 Words   |  3 PagesSkin Cancer What is it and how to prevent it Skin cancer is the most prevalent of all cancers. There are three types of skin cancer: basal cell carcinoma, squamous cell carcinoma, and malignant melanoma. In this presentation I plan to discuss a little about each of these cases as well as tell ways to prevent and treat them. The first most common skin cancer is basal cell carcinoma. This cancer develops in the basal or bottom layer of the epidermis, which is the top layer of the skinRead MoreLiterature Review On Skin Cancer2421 Words   |  10 PagesLiterature Review Skin cancers have become increasingly prevalent over the last 30 years, with 87,000 new melanoma diagnoses per year in the United States (American Cancer Association, 2016). With regards to skin melanoma, medical professionals struggle most with the diagnosis rather than the treatment (Ferris et al., 2017). Therefore, it is important for the medical community to focus on diagnosis- related struggles. Pigmented Lesions and Routine Dermopathy There are various types of pigmentedRead More Melanoma (Skin Cancer) Essay1411 Words   |  6 PagesUV-B rays from the sun lead to premature aging of the skin, as well as the possible formation of skin cancer, know as melanoma. An appearance of a tan is actually a stage of burning and damage to the skin. Although a tan may be desirable to many, the fact remains that more people need to be educated on the dangers of the sun’s harmful rays, and the possible health complications of overexposure.   Ã‚  Ã‚  Ã‚  Ã‚  There are three main types of skin cancer. These are malignant melanoma, basal cell carcinoma,Read MoreIncidence Rate Of Skin Cancer1095 Words   |  5 PagesAbstract: Incidence rate of skin cancer are increasing day by day. Skin cancer is one of the deadliest forms of cancer but detected earlier can save the life time of the human being. An automated screening system is introduced to identify the presence of skin cancer in advance. In this paper, texture distinctiveness lesion segmentation algorithm is used. Experience and training-based characteristics of back propagation neural network is used with texture distinctiveness lesion segmentation algorithmRead MoreSkin Cancer Essay1118 Words   |  5 PagesTopic: Skin Cancer Thesis: Skin cancer is the most common type of cancer in the United States but is highly curable if detected early and treated properly. Specific Purpose: to inform the audience about the different kinds of skin cancer and what preventive measures you can take to protect yourself from skin cancer. I. Introduction A. Do you know that skin cancer is the most common type of cancer in the United States; two million people are diagnosed annually. B. Skin cancer is theRead MoreSkin Cancer Essay1178 Words   |  5 PagesSymptoms of Skin Cancer The Causes and symptoms of Skin Cancer While tanning beds and extreme use/exposure to UV rays are ways to get skin cancer, there are also various other ways to get it. Many don’t know that genetics and traits can actually play a huge role in developing this dangerous disease. They also don’t know that skin cancer is the most common type of cancer in the U.S. today. According to the Skin Cancer Foundation more people over the last 300 years have had skin cancer than all ofRead MoreEssay about Skin Cancer and Expert Knowledge1495 Words   |  6 Pagesbody are both a source of material risk, from cancers, and a symbolic risk, such as being pale and unhealthy looking (Carter and Jordan, p. 76). This example shows how expert knowledge in the form of medical advice tells us to keep our skin covered so as to prevent exposure from the sun that could cause skin cancer, and how this is interpreted by society using the cultural practice of booking holidays and how they balance the material risk of skin cancer with the symbolic risk of getting a tan inRead MoreSkin Cancer : A Significant And An Increasing Health Problem Worldwide1638 Words   |  7 Pages Arjun Ramakrishnan Morgan State University Skin Cancer April 28, 2016 Health Education 103.001 Abstract Skin cancer is becoming a significant and an increasing health problem worldwide. The main cause of this type of cancer is due to the damage done by the Ultraviolet (UV) radiation from sun. There are many other causes and behaviors which contribute towards skin cancer. Protecting the skin from sun by wearing appropriate clothing, a sunscreen with appropriate sun protection

Plant Tour Report Example

Essays on Plant Tour Report Lab Report Ford Camacari Plant Tour Report Section Major Ford Camacari Automobile Assembly Plant Company Summary Ford is a public company based in United States. The plant is located at the end of a tropical rainforest in a place called Camacari in Brazil in northern state of Bahia. Ford is arguably one of the most dominant car manufacturing companies in the world. Besides the 14 percent market share in Brazil, Ford shares a sizeable proportion of automobile market industry in the world especially in United States. It is the fourth largest in car manufacture in the world. Truly, the plant has very high standards of cleanliness. All the sections of the plant are impeccably clean. Workers are well dressed and smart. The automation system has made it possible to decongest the plant therefore maintaining cleanliness. Other sections such as the cafeteria, port, and walk sides are clean. There are no noticeable emissions from the plant thus maintaining environmental cleanliness. The plant is strategically placed in Camacari, Brazil for economic reasons. The primary reason is that it is much more expensive to produce one unit of a car in U.S than in Brazil due to differences in costs of labor and other input costs. The port gives the plant a great advantage with regard to water transport to interior Brazil and other countries as well. Plant Efficiency Perhaps what makes the Camacari efficient, economical and successful is the adoption of near-supplier strategy. Suppliers such as Llear and Visteon are positioned as a periphery to the plant. This way they can supply their products directly to the production line. This reduces costs of production and increases efficiency. Just in time tools such as robots makes this possible. All the supplies of the plant are available at the right time at the right place. This is because the suppliers have integrated their supply output lines directly to the production line. Many suppliers supply their products directly to ford. Currently, Ford has close to 850 long-term suppliers. Such a large number could be due to the number of components needed to make a car. The major ones include Llear Corporation and, Visteon. Llear Corporation supplies seats and related accessories as well as electric system. Visteon supplies interiors, lighting, controls, and climate electronics among others. This makes it important for these main suppliers to be fed directly to the assembly line since their supplies make a sizeable proportion of the complete car. As of 2010, Visteon, one of the main suppliers of Ford Camacari, had almost 27, 000 employees. For the three months ending December 2010, Visteon recorded $ 1887 million dollars net sales in products and services hence making it to be a large company on the globe. Visteon has suppliers too and they include Taiho kogyo, Fegomat, TGK among others. Visteon manufactures a wide variety of automobile components. Some of the major components supplied to Ford Camacari include interiors, lighting components, and powertrain controls. Plant Modernization Ford Camacari is arguably one of the most advanced automobile manufacturing plants in the world. Its automated production line is said to be the most flexible since it can produce five different types of vehicle platforms at the same time on the same production line. Robots do most of the assembly and few workers are needed. Ford Camacari has a very efficient and advanced flexible manufacturing system. This is evidenced by the fact that the plant is able to produce five different vehicle platforms at the same time on the same assembly line. Many automobile manufacturing plants such as Toyota in Japan have adopted lean manufacturing concepts. Ford Camacari has adopted lean manufacturing and this is evidenced by the automation of the whole plant and having suppliers integrated in the production process thereby improving the overall utility of the plant. The plant is well laid out with the entire auxiliary sections placed strategically near the plant. The port, collection point, cafeteria, and suppliers are well located on the whole layout plan.

Comparative between Oedipus and Lord of the Flies Free Essays

A person’s goals and ambitions often times do in fact interfere with the people around them. If someone is so determined to fulfill their dreams they often times do whatever it takes to do so, some people may even turn into a whole new person. Two characters from two different pieces of literature who face this struggle are: Oedipus from the play ‘Oedipus’ by Sophocles and Ralph from the novel ‘Lord of the Flies’ by William Golding. We will write a custom essay sample on Comparative between Oedipus and Lord of the Flies or any similar topic only for you Order Now Oedipus’ goal of seeking the killer of Lauis and finding out the truth about his life and Ralphs goal of survival and getting off the island both conflict with he others around them. Oedipus was very determined to figure out the truth about who killed King Lau’s and the truth about his life and who his real parents were. The people around him kept telling him that he was the one who murdered Lauis and the woman, Jocasta that he was married to was in fact his biological mother and his father, who he had killed was Lau’s. Oedipus of course could not face the truth and accept the fact that everyone was right so he was determined to keep seeking the killer. Oedipus talks to the blind prophet, Teresias about the truth and he ells him the same thing that everyone else has been telling him all along, that his mother was his wife and the man he killed was Lauis and Lauis was his father. ‘You are the cursed polluter of this land’ ‘ (pg. 38) and again Oedipus disagrees with him, Teresias then calls him blind because he could not face the truth. This causes interpersonal conflict because the both of the men then start insulting and fighting with each other. â€Å"When you prove me wrong then call me blind† (pg. 8) Oedipus and Teresias argue and Oedipus says to him when you can prove me wrong about ctually killing Lau’s and that He and Jocasta were actually my parents then you can call me blind to the truth. Before Oedipus accepts the fact that everyone was right he asks questions about where and when Lauis was killed because he ensures that it is actually the truth before he tells everyone he knows. (Did you no t say that Lau’s was killed in a place where 3 roads met? † (pg. 46) . Oedipus makes himself look bad for not listening to what people say and Just listening to himself and telling himself that nothing was true when it turns out it did. Oedipus then cannot live with himself for illing his biological father and then having a relationship with his mother so he then makes a decision to claw his eyes out and become blind because he was blind to the truth all along anyways. Oedipus cannot live with what had happened in his life so he claws his eyes out because after all he was blind to the truth after all. Before he does so he states † To a land of exile; brother as it shall be shown and father at once, to the children he cherishes , son and husband to the woman who bore him. Father- killer and father-supplanter† (pg. 38) basically meaning that he knew he done wrong nd that everyone was right, but he was a good man through it all. Overall, someone goals can on fact cause a person to have conflict and arguments with society around. Not only does Oedipus’ goals interfere with society around him in the play ‘Oedipus’ by Sophocles but also in the novel ‘Lord of the Flies’ by William Golding. The character Ralph has a goal and desire of surviving to live on the island and also being rescued trom the island. This struggle ot the character, Ralph causes contlict wit n the other boys on the island because after being on the island, isolated from family and friends hey basically change into other people or as they call themselves†animals†. They try to put order and rules in on the island for everyone to follow so they can at least be a little civil. Everyone agrees to put Ralph in charge on the island but after a while of taking orders from him the boys separate, Ralph needed to rules to ensure survival but everyone eventually turned on him for it. â€Å"There was a ship out there, you said you’d keep the fire going and you let it out! † (pg. 4) This quote is said by Ralph to the boys. Jack, another one of the boys on the island had a team of boys with him and heir goal was to keep the fire going on top of the mountain Just in case there had to be a ship out in the ocean, they were hoping there would be one out there so that the smoke from fire would inform the men /women from the ship that there were people on that island, but of course Jack did not complete this task, instead he and the boys went hunting, that is all they cared about it seemed. Ralph gave each and every boy a job on the island and to be fair, they all had to finish them, but that is not the way it went down. Ralph noticed no one was doing their given task so he got mad. Been working for days now and look! And they keep running off. You remember the meeting? How everyone was going to work hard until the shelters were finished† (pg. 51). One of the boys, Simon had some medical problems with having seizures, one night they got bad and he ran out of the woods uncontrollably, he could not talk right, the other boys ran after him like a pack of wild animals, they had â€Å"mistaken† him for the beast that they thought had been on the island, the boys unknowingly killed him brutally, stabbing him continuously. Afterwards Piggy and Ralph realized that it was ot the beast that they had killed, it was actually Simon, they felt nothing but guilt, they felt that they could have been more cautious. Piggy tried to get rid of the guilt by saying they were under pressure because they were scared but they both knew that was not the case. â€Å"Don’t you understand,Piggy? The things we did. † (pg. 173) Ralph talks about the things they did, referring to the death of the boy, Simon, you can tell that they felt guilt. l wasn’t scared, I was – I don’t know what I was† (pg. 173). Here Ralph states that he knew they were not scared of the thing that popped out of the oods, that turned out to be Simon, he knew that that was not the reason why everything went wrong,deep down they all knew that it was because of how much they changed and turned into savages from being isolated on the island with nothing. In comparison of the two works, they both have similarities in t erms of society being affect by a specific character. How to cite Comparative between Oedipus and Lord of the Flies, Papers

Concepts of Marketing Marketing Managers

Question: Discuss about the Marketing for Concepts of Marketing for Marketing Managers. Answer: Introduction The concepts of marketing are widely used to describe the communication channels between the customers and the company. The study of the market and its trends provides detailed characteristics to the marketing managers. The deep analysis of the market is essential, especially when a company is opting for market penetration or stepping into a new market segment. In this report the marketing blueprint of Tesla Motors is discussed. The company is venturing into the Australian market and hence the marketing blueprint is prepared. The situational analysis of the company is done, from a marketing point of view. The objectives of the marketing promotion plan in the new target market, are laid down and detailed strategies for the penetration in the new market is carried out. The last part of the report deals with the media and the allocation of the budget. Background Tesla Motors is an automotive company, which manufactures, designs and sells electric vehicle power train, electric cars, and various battery products (Tesla Motors, 2016). The company started its operations in the year 2003 and the headquarters of the company is located in California, America (Tesla Motors, 2016). The net income of Tesla was US$-888 million in the financial year 2015 (Tesla Motors, 2016). The company generated annual revenue of US$4.04 billion in the year 2015 (Tesla Motors, 2016). The primary competitors of the company include Mercedes Benz, BMW, Jaguar and others (Tesla Motors, 2016). The market share of the company was and the gross profit of the company was in the year 2015 (Tesla Motors, 2016). Figure Name: Financial Performance of Tesla Motors Source: Tesla Motors, 2016 The widespread popularity of Tesla was possible due to the production of Tesla Roadster, which was the first fully electric car in the sports car segment (Liu et al., 2014). The second vehicle of the company was Model S, a luxury sedan, which was fully electric. The following cars of the company, which came on the market, was Model X and Model 3 (Tesla Motors, 2016). The cars of the company are highly successful and appeal to the super rich target audience. The global sales of Model S crossed the 100,000 milestone, in the financial year of 2015 (Tesla Motors, 2016). The Model S was the worlds best selling car in the plug-in electric vehicle in the year 2015 (Yilmaz Krein, 2013). The company has sold over 125,000 electric cars across the world, since the inception of the first Tesla Roadster, in the year 2008. The company is not only a manufacturer of automobiles, but also manufactures equipments for office battery charging and home battery charging (Tesla Motors, 2016). The company has installed a series of high powered Superchargers, which are spread all over Europe, Asia and North America. Tesla operates a unique program known as Destination Charging Program, which enables restaurants, shops and others to offer fast, custom made chargers to their esteemed customers (Stringham, Miller Clark, 2015). The vision of the company is the creation of the most compelling car company, in the 21st century, by the transformation of the world vehicles to electric cars (Tesla Motors, 2016). The mission statement of the company includes the safety of the customers as its highest priority and accelerates the transition of the world to electric cars (Tesla Motors, 2016). The company strives to offer a full range of affordable electric cars, for each and every customer (Tesla Motors, 2016). The CEO of the company, Elon Musk, wishes to see Tesla Motors, as an independent automaker. He has a dream of offering electric cars to the average customers, at an affordable price. Tesla has laid down certain marketing goals for the accomplishment of the companys objectives (Yurynets Tomyuk, 2014). The primary marketing goal is the generation of demand for its own vehicles and the creation of long term brand awareness among the target customer base. The company aims to manage its corporate reputation in the most efficient way. The company strives for excellent management of the existing customer base so that there is generation of sufficient customer referrals and the company enjoys customer loyalty (Yurynets Tomyuk, 2014). Tesla is a customer friendly company, which incorporates customer inputs into the mainstream process of product development. Situational Analysis The emergence of electric vehicles is rapid in the entire world. It is expected to occupy around 35% of the global car sales within the year 2040 (Forbes.com, 2016). There would be a dramatic revolution in the market of electric cars. There are various forms of electric cars like plug in hybrids, advanced gas electric hybrids and battery electric vehicles (BEV) (Pollet, Staffell Shang, 2012). The electric car industry is expected to grow phenomenally and the reason for this growth can be attributed to positive environmental impact of the electric cars (Verzijlbergh et al., 2014). The electric cars emit zero emissions into the space, unlike the emissions from gasoline powered vehicles. The power required to charge these vehicles are also produced from specific sources, which are zero emissions sources in nature. The various sources are hydrogen, geothermal, solar, wind and others. Market Demography of Australia Australia has committed to the global transition towards an environment of zero emissions, with a goal to achieve the decarbonisation strategies, by the year 2050 (Jotzo, 2015). The country strives to achieve this mission by an approach of continued economic growth as well as current technologies that are available. The government of Australia aims to focus on the transport sector for lowering the level of emissions (Byrnes et al., 2013). The demands of hybrid electric vehicles are increasing at a fast rate and the market of electric vehicles is bound to increase in the near future. The Australian automobile market is booming as the country spends the highest amount of financial funds in product launches and lead generations, as depicted in the below figure (Terada, 2014). Figure Name: Social Media Advertising Spending by Australia Source: Byrnes et al., 2013 Demand Analysis There is a growing market of electric cars, with a number of car manufacturers opting in (Johnson Rose, 2013). There are new electric cars by the car manufacturers like Chevrolet Bolt from General Motors, Nissan Leaf and others (Yilmaz Krein, 2013). The demands for the electric cars are fair in Australia, as the country strives for addressing the issues of increasing fuel security. The country is vulnerable to disruption to the fuel supplies of the transport industry. The country believes that the increased use of electric vehicles as well as biofuels, would reverse the import issues of transport fuels (Johnson Rose, 2013). It would also lower the costs, improve the air quality, reduce greenhouse gas emissions and reduce the IEP compliance gaps (Johnson Rose, 2013). There would also be increased employments and an increase in the demand of locally produced electricity, which results in increased economic benefits. SWOT analysis The SWOT analysis is an effective tool for the formulation of suitable marketing strategies (Ayub et al., 2013). It helps the marketing managers to decide the marketing pathway he should follow in order to get the best results. The suitable marketing strategy would help the company capitalize the opportunities available to them, using all its strengths. Strengths There are some major positive characteristics of Tesla in the electric car industry (Weiller et al., 2015). The company has cutting edge recent technology like battery technology, vehicle design and power train technology. The company offers exceptional products and excellent performance of the vehicles. Tesla has a progressive corporate leadership strategy and strong brand name reputation in the market (Weiller et al., 2015). The company enjoys good reputation among its customer base and is fortunate enough to receive positive feedbacks from the press. The company has an innovative business model as well as innovative sales network. Tesla enjoys a strong access to the capital markets and a strong capital base (Weiller et al., 2015). Weakness There are several weaknesses of Tesla (Park et al., 2014). The product ranges of the company possess a high cost structure as there are no economies of scale. The brand recognition of the company is limited and the electric vehicle market is in a nascent stage. There is a wide range of customer concerns revolving around the electric vehicle market like scanty charging stations. Opportunities Tesla has got welcoming Australian market, which is ready to embrace the electric car industry, with open arms (Rimmer, 2014). The Australian electric car market has significant barriers for entry in the electric car industry, which inhibits the entry of the new companies. This minimizes the level of competition of Tesla (Rimmer, 2014). The country has rising customer awareness regarding the environmental benefits of electric cars. The rising cost of gasoline products makes the consumer opt for alternative sources of power. There are global concerns for energy means and dependency on fossil fuels, which makes the electric cars, an attractive alternative (Rimmer, 2014). The Australian Government is favorable for the electric car manufacturers and support the adoption of electric vehicles, by tax breaks, grants, low interest loans and others (Rimmer, 2014). Threats The management of Tesla should take into account the threats that could arise, when they start their operations in Australia (Barmore, 2013). There can be a significant increase in the number of competitors operating in the same industry. The competitors can be large automobile manufacturers and may provide major breakthrough products, which make use of vehicle battery technologies (Barmore, 2013). There can be an increasing number of substitutes in the Australian market such as ethanol fueled vehicles, natural gas vehicles and other non-electric vehicles, which are fuel efficient. Current competition Tesla would be facing stiff competition from both direct as well as indirect competitors operating in the electric car market (Porter Heppelmann, 2014). The areas in which the company enjoys competitive advantage are the luxury sedan markets and premium sports car category. The competitive advantage of Tesla includes superior technology, brand recognition, first mover market and innovative product lines (Porter Heppelmann, 2014). The indirect competition comes from car manufacturers like Jaguar, Mercedes Benz, BMW and others. These competitors enjoy a loyal clientele. Tesla should concentrate in focussing on its competitive advantage and perform aggressive marketing activities to capture a considerable portion of this market share. Marketing Promotional Budget of Tesla Tesla holds less belief for incurring expenditure for advertising in print ads and commercial ads. They are more inclined towards road shows and events like car shows, for the purpose of promotion of their products (Perrin, 2015). The company believes in educating the customers about the unique products of the company in order to create a buzz all around. The customer believes the positive word of mouth to bring all kinds of customers. Figure Name: Promotional Budget Plan of Tesla Source: Tesla Motors, 2016 Competitors marketing promotional budget and sales analysis The competitors adopt a wide mix of marketing promotional activities for their products. They have well defined budget plans for the smooth functioning of their products. The luxury car manufacturer Jaguar, spent a whooping $8m for an advert featuring British actors Mark Strong, Tom Hiddlestone and Sir Ben Kingsley (Forbes.com, 2016). The duration of the advert was one minute and it was considered as a mini movies named British Villains Rendezvous (Forbes.com, 2016). Figure name: Promotional Budget of BMW Source: Forbes.com, 2016 The above figure shows the promotional budget allocation of BMW. It shows that BMW allocates the major chunk of the budget to TV promotions followed by promotions in the radio channels. The company also utilizes other promotional media like magazine, outdoor medium the direct mail channels. Target markets The initial target market of Tesla comprised of upper class business executives and aristocrats who were looking for a high value luxury car (Hardman, Shiu Steinberger-Wilckens, 2015). The target market included males, who was looking for sports cars in the luxury car segment. They preferred to try a new genre of cars- motor car. The current target audience in Australia includes successful entrepreneurs and high end business executives, who are green friendly and tech savvy (Hardman, Shiu Steinberger-Wilckens, 2015). They are early adopters and wealthy, whose income bracket puts them in the upper class segment. Market positioning analysis Tesla should strive to position itself in the high value luxury sedan market, which is considered as a niche market (Pinkse, Bohnsack Kolk, 2014). The company should highlight its competitive advantages and use them rigorously in their promotion campaigns. The marketing manager of Tesla should identify the cars unique sales proposition (USP) (Pinkse, Bohnsack Kolk, 2014). The USPs should be well communicated to the customer so that the customer can feel the true worth of the products. The customers in Australia should perceive Tesla as attractive, reliable, high tech and environmentally friendly mode of transportation (Pinkse, Bohnsack Kolk, 2014). The price of the cars is not cheap yet it was cheap as compared to other high value sports car in the market. Marketing Plan The primary objective of Tesla for the period 2016-2017 should focus on increasing the number of vehicles, which are available to the customers (Wills, 2014). The company should strive for the creation of consistent, focussed and suitable marketing promotion strategy. The company should address the four main groups, which includes the companys customers, industry analysts, press and the inhouse retail sales team (Wills, 2014). Tesla should create a robust global advertising strategy as well as an advertising strategy suitable for the Australian market (Wills, 2014). It should focus on modern advertising strategies like pay per click advertisements on various websites, applications of media suitable for the target demographic population and others (Wills, 2014). It should also consider the traditional advertising methods like product placement in various automobile outlets. Tesla should also focus on out of the box specialized advertising strategies like Car Expo (Wills, 2014) . The company should engage in events where they can display their innovative vehicles. The events may include road shows, public events and others (Wills, 2014). The company can partner with the influential car journals or magazines like Motor Trend, Wheels Magazine or Car and Driver (Wills, 2014). The company can initiate partnerships with the green energy corporate campaigns so that they can promote the benefits of electric driven vehicles and promote the concept of driving green. Tesla should engage in partnerships with various governmental programs for encouraging the adoption of electric driven vehicles as well as reinforcement of various local and regional incentives, which are available to the buyers of electric vehicles (Wills, 2014). The marketing tactics of the company should focus on the quality of the cars. The company should make the customers visualize the high value of the cars. The high end car manufacturers should give their customers enough reasons to brag (Wills, 2014). The company should strive to make innovative products with better designs. The company should focus on the development of highly selective advertising strategy. The advertisements created by the company should be memorable and should focus on quality rather than quantity (Wills, 2014). Media and Budget Allocation The social media is a powerful tool for the purpose of lead generation and customer engagement. The use of social media platforms like Twitter, Facebook, Instagram should be utilized fully for the purpose of promotion of the high end cars (Rodrik, 2014). There is a tendency of the premium customers to scroll through the social media platform several times a day. They often share their purchase experience on the social media platforms. The potential buyers also consults the social media platforms before their car purchases. Tesla can make use of this and extensively promote their car brand in the social media platforms (Rodrik, 2014). The company can keep a significant amount of funds for the social media marketing. Tesla can make use of the budgeting methods for better allocation of the budgets. The various budgeting methods include Unit of sales method; Objective and task methods and Percentage of Sales (Rodrik, 2014). The percentage of sales method is the most commonly used methods and it relates the advertising expenses directly to the quantity of products sold. Figure name: Budget Allocation of Tesla Source: Rodrik, 2014 The marketing budget allocation should be preceded by the alignment of the marketing goals with the strategic goals of the company. The predetermined growth of the company should be directly proportional with the amount of investment for the marketing activities. It is also important to have written documentation of the marketing strategies, which would make the allocation of marketing budget easier. The companys budget allocation for marketing purpose should be identified before developing a detailed budget allocation plan. The complexity of the budget would depend on the identified marketing budget. The marketing managers should determine the amount of budgets to be allocated in each marketing activity. The above diagram gives a sample idea of the budget allocation of the company. The budget allocations shows the highest amount of budget allocation in the website design and maintenance, which presents a first impression of the company to its potential customers. The highest amount of the funds is also provided to two other marketing modes like tradeshows/events and email marketing. The other modes of marketing in which the budget allocation is done, starting from highest to lowest, are Search Engine Optimization (SEO), Pay per click, Direct mail, public relations, telemarketing, social media, automation, print advertising and virtual events or webinars. Conclusion The marketing is an important function of an organization as it deals with important components of a product like brand image, market positioning, profit making and the brand value of the product. It is the duty of the marketing manager to develop, plan and implement a suitable marketing plan, which would be best suited to the target market. A marketing function performs an important job role, who looks after a variety of product related features such as market segmentation, market positioning, budget allocation, demand analysis, analysis of the competitors and others. The manager also looks after the strengths and weaknesses as well as opportunities and threats of a product. Tesla is venturing into the Australian market and has taken initiatives to promote its products well in the new market. This report helped in the preparation of the marketing plan after studying the market demographics of Australia, the new market of Tesla. 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